The Impact of the Political Promotion via Facebook on Individuals’ Political Orientations

Abstract

This study examines the impact that political promotion via Facebook has on the orientation of individuals, in order to determine the extent of Facebook users' interest in political promoting messages. How the individuals deal with these messages, the impact of these messages in influencing the political events, individuals' choices, and changing individuals' political orientations. Present research is based on 6 dimensions, each with its corresponding hypothesis. In order to reach our study objectives, a questionnaire had been formed which includes 15 questions concerning the 6 dimensions and hypotheses. This questionnaire had been posted on Facebook in both English and Arabic for a period of one month; only 405 questionnaires were valid for statistical analysis. Certain statistical methods had been used for analyzing the results, which revealed the validity of all hypotheses except the fourth one related to the reliability of the political promoting messages via Facebook. This study is considered as an important step for further developing uses of Facebook and other social communication networks in political marketing and politics in general. [PUBLICATION ABSTRACT]